Community Stories

Rolex’s Modern Image - What Does It Stand For Today?

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I’ve been thinking lately about how much Rolex’s image has evolved. Back in the mid-20th century, the brand was all about tool watches - pieces built for diving, aviation, racing, and exploration. They were worn by people who worked hard, pushed boundaries, and needed something tough and reliable on the wrist.

These days, though, it feels like Rolex sits in a very different cultural space - more a symbol of success and luxury than rugged practicality. Of course, the quality and precision are still there, but I wonder if the brand’s messaging and audience have shifted so much that the original “tool watch” ethos has been overshadowed.

Curious what others think: does Rolex today still stand for the same spirit of durability and adventure, or has it become something entirely different?
 
Dan S
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Did an AI bot hack this account? No threads in 8 years, and suddenly 9 weird threads, some trollish.

https://omegaforums.net/threads/amazed-by-the-value-of-the-master-collection.187136/ I
Thread 'Amazed by the value of the Master Collection' ·
I’m pretty unfamiliar with Longines, but a friend picked up what looked like a really complicated piece a few months ago - moon phase, triple calendar, chronograph - for only around AU$4-5k. I...
iht ·
https://omegaforums.net/threads/two-tone-watches.187135/ I
Thread 'Two-tone watches?' ·
I noticed the new Girard-Perregaux Laureato 50th the other day - steel with yellow gold, just like the 1975 original. It’s beautifully made, but it still gives off that unmistakable 70s-80s vibe...
iht ·
https://omegaforums.net/posts/2530257/ I
iht ·
E Eldridge
A bit like the omega ref 2179 and 2384 US army stamped watches,that were delivered very late in the war.
Oh I'm unfamiliar with those. Let me look up some info.
https://omegaforums.net/posts/2530256/ I
iht ·
I’ve been struggling to get a satisfying shot of my watches with the iPhone 15 Pro Max. The sharpening seems way too aggressive, especially under strong light, and when I shoot at 1x I get noticeable wide-angle distortion. But switching to 2x cleans that up at the cost of a lot of fine detail.

Has anyone found a sweet spot or workaround? Maybe a particular distance, focus lock, or app that gives more natural results? Would love to see what’s worked for others shooting with an iPhone. I do have a DSLR with macro lenses etc but nothing beats the convenience of a phone in the pocket.
https://omegaforums.net/threads/sydney-2000-olympic-volunteer-swatch-still-ticking.187131/ I
Thread 'Sydney 2000 Olympic Volunteer Swatch - Still Ticking!' ·
Just wanted to share a bit of nostalgia - I’ve got the Sydney 2000 Olympic Volunteer Swatch, and I recently had the battery changed at the Sydney boutique. Still runs perfectly after...
iht ·
https://omegaforums.net/threads/the-future-of-watchmaking.187134/ I
Thread 'The Future of Watchmaking' ·
Just an enthusiast here: I’m based in Sydney and have been wondering what the future really looks like for watchmaking. On one hand, the craft feels eternal - brands still celebrate...
iht ·
https://omegaforums.net/posts/2530268/ I
iht ·
No. I do use it to generate the actual paragraphs but I do actually want to know!

I could have written the paragraphs myself so if AI isn't allowed then I could go back to typing everything myself (like I am now).
https://omegaforums.net/threads/constellation-globemaster-musings.187105/ I
Thread 'Constellation Globemaster Musings' ·
I tried on the Globemaster recently, and I’m still not sure where it fits. It clearly draws on the heritage of the vintage Constellations - the fluted bezel reminiscing the C Shape case, the...
iht ·
https://omegaforums.net/posts/2528710/ M
Mediocre ·
Loads of history, personal fan myself. Most popular the last few years has been the Laureato (integrated bracelet sport watches have been dominant anyway).

The Laureato Fifty has generated positive buzz recently.

My favorites are their rectangles.
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No. I do use it to generate the actual paragraphs but I do actually want to know!

I could have written the paragraphs myself so if AI isn't allowed then I could go back to typing everything myself (like I am now).
 
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And @Dan S - is there a limit as to how many posts I can make per day? If so, then sure, I can delete them.

I have been a forum member for a long time, and a watch collector for some time, and have decided to post a few posts for questions I have had for sometime tonight (here in Sydney). Is this okay?

If there is a limit, then yes, I can delete them. I thought one would encourage forum participation. I feel the topics I have posted are genuine contributions, so hopefully I'm not being admonished for having done something wrong here, but if so, happy for you to delete.
 
Dan S
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I iht
And @Dan S - is there a limit as to how many posts I can make per day? If so, then sure, I can delete them.

I have been a forum member for a long time, and a watch collector for some time, and have decided to post a few posts for questions I have had for sometime tonight (here in Sydney). Is this okay?

If there is a limit, then yes, I can delete them. I thought one would encourage forum participation. I feel the topics I have posted are genuine contributions, so hopefully I'm not being admonished for having done something wrong here, but if so, happy for you to delete.
And now this account is trying to troll me. No posts since 2017, and suddenly massive participation with many new threads on provocative topics. Strange pattern that should be checked by the mods, IMO. Maybe just post-farming and not a bot.

If legit, then welcome back to the forum. Genuine participation is always welcome, although this type of thread on Rolex is very tired, IMO, and the AI writing is a turn-off.
 
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No Dan, I am NOT trying to troll you. This is genuine participation, though I can undestand why you think that given that yes, I have been dormant on this forum for many years, which is fair enough.

Just for context: I have recently returned to taking collecting watches a bit more seriously after a break of a few years (other stuff happening in life). Things have really changed after COVID. I had been a GP collector and had a WWW dirty dozen for a long time, but ever since returning it seems the watch world has massively shifted. Apparently there are huge waiting lists for Rolex, for example, which is the reason for this thread.
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I
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I just happened to have a bit of time this week so I have been posting here for quite a few topics, but look, if you want to DM me to verify the authenticity of what I'm doing then that's understandable. Anyway, it's getting late here in Sydney so have a good day (or evening).
 
I
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Dan S Dan S
And now this account is trying to troll me. No posts since 2017, and suddenly massive participation with many new threads on provocative topics. Strange pattern that should be checked by the mods, IMO. Maybe just post-farming and not a bot.

If legit, then welcome back to the forum. Genuine participation is always welcome, although this type of thread on Rolex is very tired, IMO, and the AI writing is a turn-off.
Sure, if it's not helpful then I'm happy to just leave it. I personally (as a returning collector) find it interesting myself but I can appreciate that long-time veterans like you are bored by it.

As for AI, I'll take on your feedback and not use it further.

As for trolling: I'm not sure which thread you are referring to, but I apologise in advance if it is received that way - I certainly don't mean any ill intention whatsoever.

But if I may say so again: I am a real person and I am trying to participate but yes, I am happy to be corrected or have threads removed if you think it's inappropriate. I'm just slightly taken aback by the abruptness of the message, but yes, I can see what you mean.
 
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